Promotion

Big Bazaar has been credited with some of the biggest consumer campaigns in the history of Indian retail. In celebration of Republic Day, Big Bazaar created a three-day shopping bonanza called Sabse Saste Teen Din. This has now become a national event that attracts millions of customers eager to benefit from the once-in-ayear smart deals. In January 2008, the three-day event generated sales worth over Rs. 240 crore (US$ 60 million) in 80 Big Bazaar stores. 15th August, Indias Independence Day is billed as the Maha Savings Day. So successful has this become that to cater to the rush Big Bazaar stores in many cities stay open till midnight. Wednesday Bazaar is the Hafte ka Sabse Sasta Din. It was initially created with the intent of decongesting weekends and driving footfalls on weekdays. As it transpired, most Big Bazaar stores now attract as many customers on Wednesdays as they do on weekends. A property that offers special benefits and privileges to senior citizens was built around Senior Citizens Day. Price Challenge was created to reinforce Big Bazaars value proposition of Is se sasta aur accha kahin nahi.The scheme simply offers twice the price difference should the cost of an item at a Big Bazaar store be found to be more than the market price.

Brand Values

Brand Big Bazaar stands for delivering value for money. Customer service and shopping comfort are at the core of Big Bazaars philosophy. Innovation and initiative define its brand character. It strives to reach out to its customers by imbibing the local flavour and melting into local geography. Big Bazaar has recently launched a campaign titled Power of One. This initiative encourages customers to add One Rupee to their bill towards donation to a social cause. Big Bazaar makes an equal contribution and donates the entire proceeds to an NGO called Save the Children India. This is a selfless body which has been working for the welfare of children from marginalised sections of society. Big Bazaar has recently launched a corporate campaign which revolves around a family having a great time together. The brand anthem Khushiyon se Bhari Jholi connects with the customers at an emotional level positioning Big Bazaar as part of the happy moments.

Different elements of retail mix

Merchandise assortment Location Price Visual merchandising Store atmosphere Customer service

Advertising Promotion

 Personal selling

Distribution
Distribution is one of the 4 aspects of marketing. Traditionally, distribution has been seen as dealing with how to get the product or service to the customer. Distribution is done by distributor who is is the middleman between the manufacturer and retailer.

Logistics
Logistics is the art and science of managing and controlling the flow of goods energy, information and other resources like products, services and people from the source of production to the marketplace. Its Important to have professional logistical support. The operating responsibility of logistics is the geographical repositioning of raw materials, work in process and finished inventories where required at the lowest cost possible.

Supply Chain:
Supply chain, is a coordinated system of organizations, people, activities, information and resources involved in moving a product or service in physical or virtual manner from supplier to customer.

Supply chain activities transform raw materials and components into a finished product that is delivered to the end customers

Promotional Activities:
Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion.

The terms 'below-the-line' promotion or communications refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods.

Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.

Below the line sales promotion:

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve

communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based

advertising. A definition of below-the-line sales promotion given by Hugh Davidson: 'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration'.

Methods of below the line sales promotion

1. Price promotions Price promotions are also commonly known as" price discounting". These can be done in two ways: (1) A discount to the normal selling price of a product, or (2) More of the product at the normal price. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off.